Cosmetic surgery is no longer reserved for women. In 2026, men represented 20 to 30% of patients in cosmetic surgery and medicine, and this proportion continues to increase.
According to ISAPS data, male interventions increased by 18% in 2023 alone.
The five most requested surgical procedures by men are liposuction, blepharoplasty (eyelid surgery), gynecomastia (male breast reduction), rhinoplasty, and facelifts. In addition to these surgical procedures, non-invasive treatments ( botulinum toxin , hyaluronic acid , HIFU Ultraformer ) are experiencing explosive growth in demand among men.
The dominant trend in 2026: "quiet luxury" aesthetics. Men are looking for natural and discreet results, without visible transformation, and with a short recovery time. This article reviews the most relevant procedures for men and what you need to know before consulting in Geneva.
The taboo has largely faded in recent years. Several factors explain this evolution.
The widespread adoption of remote work and video conferencing has changed our relationship with our image. Many men have become more aware of their appearance by seeing themselves on screen every day. Tired eyes, a double chin, or emerging jowls have become frequent reasons for seeking medical advice.
Professional competitiveness also plays a role. Appearing dynamic and fit is no longer seen as superficial, but as an asset in a demanding work environment. Added to this are social networks, which have normalized aesthetic practices and made men more comfortable with the idea of seeking professional help.
In Switzerland, this trend is confirmed. Our own article on popular cosmetic procedures in Switzerland in 2024 already showed a continued growth in male procedures, particularly for gynecomastia and facial treatments.
A man is not treated like a woman. Male skin is thicker, more vascularised and has hair follicles on the face. These characteristics have a direct impact on the surgical technique.
For a facelift, for example, the incisions must be positioned differently to preserve the sideburns and avoid moving the beard line. Recovery is sometimes a little slower due to the greater vascularity, which slightly increases the risk of post-operative haematoma.
Expectations are also different. Where some women are looking for an overall rejuvenating effect, men generally want to correct a specific area (bags under the eyes, localised excess fat, overdeveloped breasts) without the procedure being noticeable. Discretion of the result and speed of return to activity are the two priorities most often expressed in consultation.
This is why choosing a surgeon experienced in male morphology is essential. At the Clinique de la Croix d'Or, Dr Bachir Athmani, a certified FMH plastic surgeon and member of several international learned societies (ISAPS, SOFCPRE), takes on a regular male patient base and adapts each operation to the specific anatomical features of men. Book an initial consultation appointment with Dr Bachir Athmani.
Blepharoplasty is the most requested facial procedure for men. It corrects under-eye bags and excess skin on the upper eyelids, two signs that give a tired and aged appearance, often exacerbated by work-related stress.
In men, the incision is sometimes made slightly lower than in female blepharoplasty, because a male eyelid needs to remain slightly full to maintain a natural look. The procedure lasts 30 to 45 minutes, is usually performed under local anesthesia, and allows a return to normal activities within 5 to 7 days.
A facelift rejuvenates the face by repositioning the deep muscles and tightening the skin. In men, techniques have become considerably more refined to preserve the angularity of the face and avoid any "pulled" or feminized appearance.
A mini facelift is suitable for men aged 40-55 with moderate sagging. A full facelift is recommended for more advanced cases. In both cases, the scars are placed along the edges of the ears and hairline, making them virtually invisible.
Nose surgery remains a popular procedure among men, whether to correct a bump, a deviated septum, or a functional problem (such as a deviated septum). Men's goals often differ from those of women: they tend to seek a straighter, more structured profile rather than a thin, upturned nose.
For minor corrections (small bump, slight asymmetry), medical rhinoplasty by hyaluronic acid injection is an interesting non-surgical alternative, with results visible immediately and without social downtime.
By 2026, injections often represent men's entry point into aesthetics. Botulinum toxin relaxes forehead and crow's feet wrinkles, while hyaluronic acid fills dark circles, nasolabial folds, and restores lost volume.
The "baby Botox" trend (reduced doses for a very subtle effect) is particularly appealing to male patients: the result is very natural, the expression remains present and the session lasts less than 30 minutes.
Liposuction is the most widely performed aesthetic procedure in the world, men and women alike. In men, the areas targeted are mainly the abdomen, flanks ("love handles") and double chin.
The trend in 2026 goes beyond simply suctioning fat: lipo-sculpting uses liposuction to accentuate muscle contours and create a more athletic figure.
The Clinique de la Croix d'Or offers soft liposuction as well as LipoLife laser liposuction for precise results and fast recovery.
The gynecomastia refers to excessive breast development in men, linked to an excess of mammary gland, fat or both. It is a major source of complex, whether at the beach, in a changing room or in private.
Requests for correction have increased by more than 25% in recent years. The procedure involves suctioning out excess fat and removing the mammary gland through a discreet incision around the areola. The result is a flatter, more masculine torso, with a virtually invisible scar.
The phalloplasty by hyaluronic acid injection is an intimate procedure that is increasingly in demand. It allows the volume of the penis to be increased by an injection of hyaluronic acid, without major surgery, under local anaesthetic and on an outpatient basis.
The result is natural, the product is absorbable (lasting from 12 to 18 months) and the return to activity is immediate. This is a procedure that directly affects self-confidence and intimate fulfilment, and men no longer hesitate to talk about it with their practitioner.
Many men begin with non-invasive treatments before considering surgery. Several technologies allow for visible results without going under the knife:
These treatments are particularly suitable for men aged 35-50 who wish to prevent aging or delay the need for surgery. They can also be combined with injections for a more comprehensive result.
The first consultation is a key moment. It allows the surgeon to assess your situation, understand your expectations and guide you towards the most suitable procedure or treatment.
Some advice on how to prepare for this appointment:
The surgeon will present the possible alternatives, the risks and the realistic results. A personalised estimate is drawn up at the end of the consultation. For an initial estimate, consult our pricing page.
To make an appointment, contact the Clinique de la Croix d'Or.
Current techniques allow scars to be placed in natural folds (eyelids, ear contour, areola) so that they are almost invisible once healed. In men, the surgeon adapts their positioning to the hairline for an even more discreet result.
This varies depending on the procedure. Allow 5 to 7 days for a blepharoplasty, 7 to 10 days for a mini-facelift, 1 to 2 weeks for liposuction or gynaecomastia. Injections (Botox, hyaluronic acid) require no social eviction.
There is no universal minimum age. Injections and non-invasive treatments can be considered from the age of 30-35 as a preventive measure. Surgical procedures (facelift, blepharoplasty) are more common from the age of 40-50, but certain corrections such as gynaecomastia or rhinoplasty are carried out from adulthood.
Cosmetic surgery for purely aesthetic purposes is not reimbursed by the LAMal. However, certain procedures may be covered when they respond to a documented functional indication (pathological gynaecomastia, blepharoplasty with visual field impairment, rhinoplasty with deviated septum). A medical assessment is used to determine eligibility on a case-by-case basis.
Male cosmetic surgery is experiencing rapid growth in 2026, driven by expectations of results, discretion, and quick recovery. Whether it's to correct a tired look, refine a silhouette, or address an intimate insecurity, solutions exist, and techniques have been significantly adapted to men's morphology and expectations.
The key is to be well-informed, choose a qualified practitioner, and receive personalized support. At the Clinique de la Croix d'Or in Geneva, our surgeons regularly treat male patients and are experts in the specificities of cosmetic surgery for men.
Schedule an appointment for a personalized consultation.
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